There are two roles within the company at risk of change this year: the chief marketing officer and the chief digital transformation officer. Pablo Foncillas asserts that companies that add value to their shareholders, such as Zara, Uber, Tesla and Netflix, have one thing in common: they spend little money on advertising. And remember that the brands that will succeed will be fueled “by intelligence” and will decide which products and services to launch “because of this data.”
